wishinguwell Leadership

Passion + commitment = success


Warehouse Operations

As the Director of Warehouse Operations at WishingUWell, Casey's primary focus is ensuring exceptional inventory quality by enforcing rigorous standards for all incoming products upon their arrival at the warehouses. His duties extend to optimizing the efficiency of both warehouse facilities and fostering a positive work environment. Outside of work, Casey relishes spending valuable time with his children and engaging in leisure pursuits such as biking, hiking, One Wheel riding, 3D printing, and gaming.


Vice President

With a background in engineering, building efficient systems comes naturally to Matt, our VP of Innovation. He has an affinity for cooking, tennis, and golf, and is willing to help fellow colleagues on any project, recipe, or golf swing.


Advertising and Promotion

Our advertising specialist Abbi has an extensive background in management, purchasing, and advertising. She has been with WUW for the last 6 years and has enjoyed growing alongside the company. When she's not at work she enjoys hiking and being outdoors with her pets.


Reporting and Analytics

Lyndsay started out working with product photography, but found her niche working with numbers and problem solving on the Reporting team. Her knack for combing through data to find helpful information that helps propel WishingUWell’s success is unmatched. Lyndsay enjoys being outdoors and spending time with her pets.


Chief Commercial Officer

As our CCO, Larry has brought his extensive life experiences to assist the WishingUWell team as our business grows. He worked building CPG brands for over 45 years before retiring, and now alternates between in-house work at WishingUWell and time in his Florida home office. Nature photography is one of his passions, and he’ll spend hours waiting for the perfect photo.


Warehouse Operations

Jay has been with WishingUWell for 7 years and has had his hand in many departments along the way. As the Ohio Warehouse Manager, Jay is thrilled to have the opportunity to bring the WUW culture to his home state. He loves playing the guitar, golfing, and watching football on Sundays with his wife and three-year-old son, August.


Vice President

Heather operates as the leader of people and culture experience here at WishingUWell. She is responsible for employee recruitment, organizational design and effectiveness, training and development, HR policy, employee benefits, and DEI. Heather brings over 15 years of experience to the table, having had many successes in sales, marketing, recruiting and HR with several tech and start-up companies. She holds a Bachelor of Science in Business, with a second major in Psychology. Heather resides in Colorado Springs with her husband, three kiddos, and Siren, the office shih-tzu.



As head of purchasing, Brandon has an extensive background in procurement, inventory management, forecasting, competitive analysis, and repricing. He is intentional about bringing the most value possible to our collective team, and strives to motivate and uplift his fellow colleagues everyday with his positive attitude. He likes skiing the Rockies whenever he gets a chance, and mountaineering with his two dogs.

Michelle O'Neal

Brand Account Executive

Michelle is known for being a fiery, yet passionate vision keeper and strategist. With 11 years of experience in visual merchandising and account management, and a dedicated focus on the Amazon marketplace, Michelle is a jack of all trades when it comes to connecting with brands that are as devoted and driven as she is. She’s a Colorado native to the core, and the best person to ask about camping, fishing, hiking, and everything outdoors.


Brand Success

Ethan brings more than 10 years of professional brand/account management experience to the WishingUWell team. He worked in the sports industry previously as an account manager, who collaborated with professional and Olympic athletes across the United States. He is now responsible for managing the Brand Success team here at WishingUWell. Ethan is a Colorado native that enjoys the outdoors, sports, cooking, learning, and spending time with family and friends.


Chief Executive Officer

Tyler gained appreciation for enterpreneurship's rewards and challenges by observing the small businesses run by his parents. Although he left his Colorado home as a young man to study physics and math at the University of Tulsa, he always expected to start a business of his own. He departed Tulsa mid-way through his program to return to Colorado and create WishingUWell. Today, Tyler remains focused on building WishingUWell, on startup and other investing, on his local community, and on the outdoor sport and adventure that Colorado uniquely offers.


Financial Controller

As head of accounting, Darsen handles accounting operations, bookkeeping management, and overall finances for WishingUWell. His work ethic and dedication are employed both in the office and beyond. He’s a competitive bodybuilder and lifestyle coach who helps others achieve fitness goals and successful life planning. He even runs Wishing U Well’s fitness and weight training program. Darsen loves teaching the principles of hard work to anyone willing to invest in self-improvement inside and outside of his regular work duties.


Vice President

Meet Jake, the unstoppable force driving WishingUWell to greatness! Dedicated to cultivating success and growth, he's the go-to person for troubleshooting and steering the team toward triumphant results. Armed with a Bachelor of Science degree in Outdoor Recreation and Resource Management from Indiana University, Jake brings a unique blend of expertise and passion to the table. When not conquering professional frontiers, he enjoys playing golf, exploring nature through hiking and kayaking, and having a blast with his wife and two dogs. Jake is on an adventure to build a more collaborative, well-functioning team at WishingUWell, where success is not just a destination but a way of life!


Information Technology Specialist

Sam studied traditional art, graphic design and computer science at Northwest Missouri State. His primary focus is on data-driven decisions that help ensure success on all digital and e-commerce platforms. Sam is a great example of the growth opportunities offered at WishingUWell. Having started in the warehouse, he quickly moved into a graphic designer position, and was promoted to Director of Creative Services soon after. He then shifted into his current role to fulfill business needs. When he is not coding or designing, Sam loves to get outdoors and enjoy nature with long hikes, paddle boarding, and camping.

Amazon Brand Store Content

Amazon A+ Content